The most common reason for trademark rejection is that it infringes on other people’s intellectual property rights. The design does not comply with the corresponding laws and regulations of the country. The reason for the rejection of the small TV upgrade of Station B is mainly because the trademark of Station B is very similar to the trademark of a Japanese company, because the trademark itself is As an intangible asset of an enterprise, although a trademark has no clear value, its potential value is also immeasurable, because a trademark is an IP. A big trademark is more of a capital value in itself. Therefore, in order to maintain existing trademarks, some newly applied trademarks will not be supported if they are similar in design to existing trademarks at the time of registration, because existing trademarks are not recognized by the public. The awareness will be relatively high. If similar trademarks appear, it will cause confusion in public awareness.

This incident occurred because the company refused to obey the first-instance judgment of the Beijing Intellectual Property Court. The Municipal Higher People's Court filed an appeal, which was eventually heard in court. The Beijing Higher People's Court believed that the company lacked legal basis and basic facts and would not support the company's appeal.

This trademark judgment is based on various considerations. I think the court’s decision is not problematic. After all, if the trademarks are very similar, it will also cause certain misunderstandings and misunderstandings to the public. In fact, Bilibili only needs to modify its own trademark later, so the problem will not be big. After all, it is not difficult to make some changes in the trademark design. If Station B continues to file a complaint with the Supreme People's Court, it will be a long litigation process, and I think Station B cannot afford to wait for this time, so the only way left for Station B is to change the trademark. .

From another perspective, Station B has also gained the popularity of its own small TV through this trial. Originally, everyone knew more about Station B’s status in the two-dimensional and barrage. Small TV This is unheard of for everyone. This is also a very beneficial and cost-saving publicity, and I have received a lot of benefits from this aspect.